How the LinkedIn Algorithm Works in 2025 (And What Small Businesses Should Do About It)

Abigail Moyal
Jul 29
3 min read

LinkedIn just changed the rules — again. If your posts are getting fewer likes, comments, or views lately, you’re not imagining it. The LinkedIn algorithm in 2025 is different, and if you’re still using last year’s strategy, you’re already behind.

Let’s break down what’s changed and what small businesses need to do now to stay visible and relevant.

What’s Changed with LinkedIn's Algorithm in 2025

In 2025, LinkedIn doubled down on what it wants: real conversations, relevant content, and consistent expertise. Flashy hacks are out. Trust and value are in.

Here’s what the LinkedIn algorithm 2025 favors:

Native content: Posts that live on LinkedIn (carousels, text, short videos) without needing to click away.
Dwell time & comment quality: It’s not about how many people scroll past but rather how long they stay, and what they say.
Sparking conversation: Comments are better than likes, alwasy make sure to ask questions and invite real discussion.
Topic consistency = authority: If you regularly post about the same niche (like wellness or pet care), LinkedIn starts to see you as a trusted voice.

And here’s what it punishes:

Spammy links: Especially in captions, it doesn’t want users to leave the platform.
Overposting: Posting more than once every 12 hours can throttle your reach.
Hashtag stuffing or tagging everyone: Keep hashtags under 5, and tag only when relevant.

Bonus: Good posts now have a longer shelf life. If they stay relevant, they can resurface weeks later.

How the LinkedIn Algorithm Actually Works (Simplified)

Think of the LinkedIn algorithm like a three-step test. Here’s how it works behind the scenes:

1. Content Classification

Before your post sees the light of day, LinkedIn scans it:

Is it spammy?
Does it add value?
Does it follow best practices?

Quick wins:

No links in captions (put them in the comments)
Don’t over-tag people or brands
Stick to 3–5 targeted hashtags

2. The “Golden Hour”

Your post goes to a small test group. LinkedIn watches closely:

Are people stopping to read?
Are they leaving thoughtful comments?
Are they sharing or reacting?

If yes, LinkedIn shows it to more people, including 2nd and 3rd-degree connections.

3. Relevance + Relationship

This is where long-term strategy matters:

Do you usually post about the same topic?
Do people regularly engage with you?
Is your content tied to a clear, recognizable niche?

This is how LinkedIn for small business becomes powerful: you build up trust, and LinkedIn rewards you with more reach over time.

What Small Businesses Should Do about the LinkedIn Algorithm

The game isn’t about posting more. It’s about posting smarter. Here’s how to adapt your LinkedIn content strategy:

✔ Post less, but better

Stick to 1–2 posts per week, and leave at least 12 hours between them.

✔ Use the right formats

Text posts and carousels get the most organic reach.
Native video can be great, but keep it short and valuable.
External links? Drop them in the comments, not the caption.

✔ Build a niche voice

Post regularly about one main topic. If you’re in wellness, talk about client care. If you run a pet brand, focus on trust-building.
Stay consistent. LinkedIn notices.

✔ Start conversations

End posts with a question
Reply to comments quickly
Engage on others’ posts in your niche

The LinkedIn algorithm now rewards engagement loops , and those start with you being social, not just promotional.

Examples of algorithm friendly LinkedIn posts

Need some inspiration? Here are content types that play nicely with the 2025 algorithm:

Wellness Pro: “3 subtle signs your marketing is scaring away clients (and how to fix them)” Format: Plain text post. Why it works: Insightful, niche-specific, ends with a question that sparks comments
Pet Brand: “Why your pet biz needs more than just cute photos” Format: Carousel with quick tips. Why it works: Visual, educational, builds authority over time
Accounting Firm: “What I’d never do with my money as a CPA” Format: Native video or text. Why it works: Provocative hook + niche authority = great engagement potential

Final Thoughts on the LinkedIn Algorithm

LinkedIn isn’t trying to be TikTok, and that’s a good thing!

It’s built for professionals, thought leaders, and business owners who want to build trust. If you treat LinkedIn like a networking room, not a megaphone, the algorithm will work with you, not against you.